Editing Business model (section)

==Business Model Adaptation==
As a specific instance of Business Model Dynamics, a research strand derived from the evolving changes in business models, BMA identifies an update of the current business model to changes derived from the context. BMA can be innovative or not, depending on the degree of novelty of the changes implemented. As a consequence of the new context, several business model elements are promoted to answer those challenges, pivoting the business model towards new models. Companies adapt their business model when someone or something such as COVID-19 has disrupted the market. BMA could fit any organization, but incumbents are more motivated to adapt their current BM than to change it radically or create a new one.<ref>{{Cite journal|last1=Penarroya-Farell|first1=Montserrat|last2=Miralles|first2=Francesc|date=2022|title=Business Model Adaptation to the COVID-19 Crisis: Strategic Response of the Spanish Cultural and Creative Firms|journal= Journal of Open Innovation: Technology, Market, and Complexity|language=en|volume=1|issue=1|pages=39|doi=10.3390/joitmc8010039|doi-access=free |hdl=10419/274343|hdl-access=free}}</ref>